A notable change in consumer financial services over the past few years in China has been the growth of the use of Internet consumer credit. Internet-based consumption loan is the outcome of financial innovation and it allows individuals to shop online through the model of “buy now, pay later”. To explore factors affecting users’ intentions, this study applies trust theory and value anticipation to explain why people intend to use Internet consumer credit platform. According to existing online trust model, the factors in this study are categorized into three dimensions: personality-based, affect-based and platform-based. This study suggests that face wants, risk aversion, subjective norm, number of members, perceived authority, perceived privacy protection, perceived alternative cost, value anticipation and trust together provide a strong explanation for use intention in Internet credit consumption. The results of this research provided a theoretical foundation for future academic studies as well as practical guidance for rapid development of Internet consumer credit platform.
Li, Yaling; Wang, Tao; Kang, Minghui; Zhang, Yuyao; and Chen, Yongtao, "Understanding Users’ Intentions towards the Internet Consumer Credit Platform: evidence from China" (2017). PACIS 2017 Proceedings. 166.